2025 Guide to B2B Social Selling: Connecting With Decision-Makers Online

If you’ve been looking for a reason to invest in business-to-business (B2B) social selling, we’ve got 2.9 trillion reasons for you. Well, actually, that’s the projected estimated value of social commerce sales by 2026. Social selling is one of the biggest upcoming trends that your B2B company needs to take advantage of to maximize sales.

To maximize your efforts, we’ve compiled a B2B social selling guide to help you connect with decision-makers online and sell more through social media.

What is B2B social selling?

Social selling for B2B is when businesses use interactions on social networks to build relationships with existing customers and prospects who are most likely to benefit from their services or products.

Platforms like LinkedIn, Reddit, Facebook, and X (formerly Twitter) are all prime places for networking with company decision-makers. You can share content, exchange thoughts, and establish your expertise in the industry.

When done correctly, social selling can be a powerful tool to reach key decision-makers and secure new business opportunities.

B2B social sharing is about making quality connections, building trust, and creating fans who convert when the time is right.

What is the difference between social selling and other B2B social media strategies?

Why do we treat social media marketing differently than an in-person interaction? Imagine approaching a prospect at a networking event and pitching your services cold. If they have no idea who you are, that’s not bound to end well.

Some social media marketing strategies rely on this direct approach — but not social selling.

Social selling primes the ground by building relationships before attempting to make the sale. It opens a dialogue and a rapport, so prospects get to know a more authentic version of your brand — not a walking advertisement.

Why should you have a B2B social selling strategy?

Social selling is a lucrative way to build your brand and connect with business decision-makers. Here are four reasons why having a B2B social selling strategy is vital.

1. Social selling has a proven track record of working

The data backing the success of social selling speaks for itself. LinkedIn’s reports show that 51% of social sellers are likely to meet their quotas than non-social sellers. Creating a B2B social selling strategy is more than nice-to-have — it’s a sound business investment.

2. Social selling supports your sales team in connecting with business decision-makers

Business decision-makers are already on networks, engaging with content and businesses. Since your target audience is already online and intentionally seeking out relationships, you can use that as an opportunity to invite them to connect with you and get to know your business.

That means social selling is an avenue your sales team should explore to build authentic connections and provide relevant information when opportunities arise.

3. People are already on social media

The staggering number of people and businesses active and engaged on social networks like LinkedIn makes social media sales a lucrative method, and having a strategy is imperative. Since people are already actively using social media to connect with other people and businesses, it’s a no-brainer to start social selling on these platforms.

4. Social selling is already a sales tactic your competitors are using

If you need any reason to start B2B social selling, it’s this — your competitors are already doing it. They’re already seeing the advantages of building a rapport with their audience, so they can sell easier down the line. If you want to keep pace with your competitors, you need to make social selling part of your marketing strategy.

8 strategies for building B2B relationships on social media

Now, it’s time to start conversations and build connections. But how? Let’s explore some thoughtful approaches to building your B2B relationships online.

1. Direct your energy toward the right platform

There are a lot of social networking platforms — and the list seems to grow daily. Don’t feel like you have to have a presence on every site. Instead, find out where your prospects spend their time. That’s where you want to concentrate your energy. Facebook and TikTok may be popular, but is that where your industry’s decision-makers are?

Each social media platform has a different focus, especially for businesses. Get a feel for the community and decide what kind of content you want to put out there. You can:

• Discuss business trends on LinkedIn
• Share video content on YouTube
• Make interesting thought points on X (Twitter)
• Engage in lengthy discussions on Reddit

Do a little research and explore how popular social networks function for different sectors of the business world.

2. Reveal your personality in your profile

Professionals can be personable. Your prospects want to connect with real people, so ensure your personality comes across. Express who you are in your profile and “About” section. What drives you professionally? What topics excite you? What values does your business cherish?

Yes — you want to be seen as an industry leader. But you also want people to identify with you as a human being.

3. Know who you’re speaking with

Marketing strategies often discuss the importance of understanding your target audience. But remember, social selling is more about creating long-term connections.

Try to view prospects as the people they are. This means that the content you create, the comments you leave, the posts you share, and the businesses you follow should reflect a desire to generate deeper conversations.

Once you start making connections, find out their pain points, what they’re interested in, what excites them — and listen. Don’t just pitch a product.

4. Create compelling content

There are countless avenues to get your thoughts across on social media — blogs, white papers, videos, case studies, forums. Make your content captivating to entice your network to comment. Remember to create both written and visual formats to attract more people.

5. Encourage conversations

Any content posted on a social platform should spark conversation. Once people start interacting with your content, be sure to respond. Offer thoughtful responses and show your interest. This online visibility can create meaningful connections with you and your brand. Over time, this could lead to sales coming your way.

6. Like and follow

As prospects visit your site and like your content, be sure to engage on their social media platforms. Read their posts and like or leave a comment. Be consistent and generous with your interactions.

It also helps to find out what content your prospects care about. Who are the influencers in your industry? Tracking down the right people to follow, whether they be prospects or thought leaders, establishes your presence in the online landscape and brings you closer to those who need your business.

7. Be authentic

Remember to keep the “social” in social media. Don’t push your sales pitch. Be a friendly presence who is there to listen, learn, and help when needed.

Start real conversations. Add new perspectives to discussions. Be genuinely interested in the thoughts of others.

Even if your ultimate goal is to make a sale, be patient. Focus on earning their trust first.

8. Adjust as needed

Keep an eye on how your content is doing. If you aren’t garnering attention, it’s time to try something new. Look for new industry leaders to follow. Jump on a topic and offer a fresh perspective. Experiment with different content formats. Social selling takes time and flexibility. Keep what works. Nix what doesn’t.

Harness the power of B2B social selling with WebUp

Your future customers are on social media. What are you doing about it?

Social selling requires a deep understanding of social networks. If you’re unsure how to use social media to engage prospects or make connections, you need a guide well-versed in the power of online marketing. At WebUp, we’re no strangers to social media.

Learn how social media marketing can be the powerhouse force behind your business growth. Contact us online to learn more about our social media marketing services!

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